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Email Marketing is a powerful tool within a digital marketers’ repertoire and is grossly undervalued right now. As the average cost per click continues to exponentially increase year on year across paid media such as Google Ads and Facebook, email remains free of media cost – this won’t be the case forever.
It makes sense for email service providers such as Gmail, Outlook and Yahoo! Mail to establish a paid model for advertisers in the long term as it provides another form of monetisation and improves the end user experience by driving advertisers and brands to be more conscious of the emails sent out. Right now, there are many brands out there mindlessly sending many emails every day, which translates to spam for personal inboxes.
The only actual cost is obtaining the emails hence why each email in a database could be worth tens to hundreds of dollars in customer lifetime value. Leverage email marketing today before it becomes a marketing expense tomorrow.
With social media taking a monopoly over our attention nowadays, visual communication has become quintessential in all marketing campaigns. According to Creately, the human attention span has dropped down to just 8 seconds and 80% of all Internet traffic will be video by 20191.
Given we’re all leveraging visual communication to learn faster and more effectively, naturally then our traditional mail inbox is also growing increasingly visual.
Gmail recently released its updated inbox interface in April2 and it’s the biggest redesign since Gmail was introduced in 2004. Along with a slew of new security and AI functions, we’re treated to a cleaner inbox focused on visual browsing and cleaner snippets of information to cater to the modern fast-paced browsing, like our browsing habits of an Instagram or Facebook feed.
The personal inbox is becoming increasingly personalised, interactive and programmable. We can then expect this trend to continue growing where inboxes will be completely interactive and removed from the restraints of a screen – potentially leveraging Augmented Reality with wearable tech.
From a marketing perspective, video will become far more prevalent within emails, and potentially at some point, will take over text and image-based emails. Imagine opening an email with a video popping up on-screen, greeting you with your exact name and a personalised marketing offer. That specific offer will be tailored based on your browsing history through cookies, time of day, location and current weather to name a few. These real-time video experiences will revolutionise how marketers grow existing relationships, increase sales and foster trust.
The previous point will come into full effect when paired with automation. Email automation and nurturing leads is a quintessential step to a full marketing strategy and could make the difference between losing or converting a cold lead.
Currently, automation is focused on a funnelled approach dependent on previous action(s) taken such as purchasing tripwire content or entering a competition. Personalisation may be sprinkled throughout the nurture flow in the form of custom names, content or specials. For the most part, it’s all very linear.
With the advent of AI and personalised video, we could see real-time video experiences completely take over the nurture flow in a seamless and automated experience. Welcome emails would be sent in video format and personalised based on location and weather outside and discount offers would be tailored on these completely personalised variables, which will in turn no doubt drive conversions.
On the flipside to visual communication is the rise of voice with Google Home, Amazon Alexa and Apple HomePod. The convenience of the medium will also change email marketing as we know it. Email inboxes will be better integrated into voice platforms and will prove to be convenient for those who’re looking to check their emails on the fly, let’s say while making their morning coffee in the kitchen or in their car on the way to work.
Your emails won’t simply just be read, but they’ll also have an intelligent layer over the emails meaning you’ll be able to respond, delete and dynamically sort your emails with simply your voice. This is already implemented to an extent with Alexa Skills, like Apple’s App Store wherein developers create additional features or “skills” within Amazon’s voice products.
This creates effective opportunities for marketers to penetrate the noise and capture the target audiences’ attention by potentially delivering ads programmatically within these inboxes or as part of the personalised email automation. This also sits hand in hand with paid email marketing as a prediction, which could see a centralised demand-side platform for email placements. Real-time-bidding could take place on the DSP hosting the digital advertising inventory – similar to the Google Display Network for example.
The recent impact of GDPR has been far-reaching, beyond the scope of the European Union. The Regulation affects every company collecting, processing, storing personal data and has set a precedence on the regulation of personal data and protection.
There have been evident gaps in the protection of personal data and privacy with Uber attempting to hide a breach of personal data, Yahoo! email accounts being hacked and the most notorious of which is the Facebook and Cambridge Analytica data breach.
As users are increasingly reluctant to share their personal details, the enforcement of the new regulations will help them put their trust back in the marketing process and marketing brands. We can expect stricter data regulation to come into play beyond the EU, which will further shape the landscape of how businesses capture emails leads. Therefore, marketers will have to rely on consent for their data activities and transparency will need to be enforced across the board moving forward.
No doubt, customers will only continue to grow their control over their personal data and email addresses, and how it’s managed but if done correctly, will improve trust and build healthy relationships.
Are you having trouble understanding how to implement and put together an email marketing strategy? Have a confidential FREE discussion with one of our email specialists today.
1Visual Communication in Marketing: Why You Need it How to Do It https://creately.com/blog/visual-communication-marketing/
2New Gmail now generally available https://gsuiteupdates.googleblog.com/2018/07/new-gmail-ga.html
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